This California maker of ultradurable urban cycling gear has long had a following for its utilitarian messenger bags. For the first time in 15 years, Chrome is branching out from its San Francisco flagship to open an eye-catchingly large space amid the tiny boutiques of Soho. The store’s concrete floor complements the brand’s industrial-looking, lifetime-guaranteed line, which includes those signature messenger carryalls fastened with seat-belt-buckle clasps ($120–$140), as well as waterproof backpacks ($160–$180) and sturdy laptop totes ($120–$180). Though the bags come in a rainbow of primary colors, for an extra $30 you can customize your carryall, and watch while it’s sewn in the back studio. A small collection of bike-friendly apparel, including knee-length shorts with reflective detailing ($80), stretch-twill pants ($120), merino-wool hoodies with thumb holes for hand coverage ($160), lightweight track jackets ($95–$120) and Chuck Taylor–esque shoes ($70–$90) should keep you cycling in style.